Associate Professor Albert Wenben Lai

Extension	E-mail／Homepage
4628	alai@mail.nsysu.edu.tw

Biography

Albert Wenben Lai is an associate professor of Marketing at National Sun Yat-Sen University. His primary expertise are Consumer Behavior and Marketing Channels. He published several papers in the Advances of Consumer Research in USA and in the Journal of ROC Management Science in Taiwan. The courses he has taught, currently and before, comprise of Marketing Management, Consumer Behavior, Marketing Channels, Research Methods, and Aesthetics Consumption and Postmodern Marketing. His current interests of research include: Interfirm Relationship in Marketing Channels, Consumer Information Search in Tourism, Consumer Price Cognition and Brand Images, and Reading Efficacy in Paper vs. Computer Screen.

Albert Wenben Lai earned a Ph.D. in Marketing from University of Wisconsin—Madison, USA in 1998. Professor Lai was a Fulbright Scholar from Taiwan to USA from 1984 to 1986. In 1986, He received an MS in Marketing from Northwestern University, Chicago, USA. In Taiwan, Albert Wenben Lai obtained his position and qualification as a Central Government Employee in Taxation Administration through the Higher National Examination in 1979, when he was a junior undergraduate in National Taiwan University. He received from National Taiwan University his Bachelor Degree in International Trade in 1980. In 1982, as in the first class of the school, Lai earned an MBA degree from National Sun Yat-Sen University.

October 2007

AREA of EXPERTISE

Consumer Behavior: Brand Images, Price Perception and Lifestyle
Channels of Distribution： Interorganizational cooperative behavior
Consumer Cognition: Aesthetics Consumption and Product Semantics

WORK HISTORY

08/99-Present	Associate Professor, Department of Business Administration, National Sun Yat-sen University
08/89-07/90	Secretariat in Chief, the Fourth International Conference on Comparative Management, Taiwan.
08/86-07/89	Secretariat of College, College of Management, National Sun Yat-sen University
08/82-07/99	Senior Lecturer, Department of Business Administration, National Sun Yat-sen University. (on leave to study abroad from 1984~1986, 1991~1996)
08/75-10/76	Bank of Taiwan, Zouyin Branch, Kaohsiung, Taiwan
02/74-07/75	Hsin-Kwan Insurance Company, Taipei, Taiwan
02/72-01/74	Square Chief, Military Service, ROC Army, Taiwan
09/68-01/72	Clerk, Rutledge Construction Co., Inc., Taipei, Taiwan

EDUCATION

Ph.D. in Marketing, 1998, University of Wisconsin--Madison, USA
M.S. in Marketing, 1986, Northwestern University, USA
M.B.A. in Management Strategy, 1982 National Sun Yat-sen University, Taiwan
B.A. in International Trade, 1980, National Taiwan University, Taiwan

PUBLICATIONS

Refereed Academic Journals

Albert Wenben Lai (1995), "Consumer Values, Product Benefits, and Customer Value: A Consumption Behavior Approach," Advances in Consumer Research, 22: 381-388.
Albert Wenben Lai (1994), "Consumption Schemata: Their Effects on Consumer Decision Making," Advances in Consumer Research, 21: 489-494.
Albert Wenben Lai (1991), "Consumption Situation and Product Knowledge in Adoption of New Product," Asia Pacific International Journal of Marketing, MCB, United Kingdom, 3 (1): 55-67.
Albert Wenben Lai and Junying Huang (1990), "The Theoretical Developments of Involvement and Its Practical Applications" (in Chinese), The Journal of Management Science, Taiwan, 7 (July): 25-33.
Albert Wenben Lai and Junying Huang (1988), "The International Marketing Practices of Taiwanese Enterprises-- A Survey of Five Export-Oriented Industries" (in Chinese), Journal of Taipei City Bank, 20 (6): 1-12, Taiwan.
Albert Wenben Lai (1987), "A Review of Organizational Buying Behaviors and Its Practical Implications for Marketing" (in Chinese), Academic Journal of National Sun Yat-sen University, 4: 147-170, Taiwan.
Albert Wenben Lai (1984), "Diagnostics Analysis on the State-Run Enterprises in Taiwan" (in Chinese), Academic Journal of National Sun Yat-sen University, 1: 117-131, Taiwan.

Conference Papers

Albert Wenben Lai and Chiun-Ling Lee (2003), “Structure Analaysis of Brand Cognition and Construct Scale Development" (in Chinese), The 2nd New Thoughts for Management Conference, Taiwan, 117-131, Taiwan.
Albert Wenben Lai and Yuee-Chun Hwang (200), “Typology for Internet Information and Consumer Durables Purchase Procedure" (in Chinese), The 2000 Technology Management Conference, Taiwan.
Albert Wenben Lai (1999), "Consumption as Production," Proceedings, The 10th International Conference on and Comparative Management, Taiwan, 257-266.
Albert Wenben Lai and Yi-Ling Lin (1998), "From Women Participation to Gender Justice: The Third Channeled for Taiwan," 1998 Joint International Conference on Contemporary Management and Comparative Management, Proceedings, pp.445-454, Kaohsiung, Taiwan, ROC.
Albert Wenben Lai (1997), "Motivation and Control on Retailing Salesforce: Agency Theory vs. Organizational Socialization Theory," (in Chinese) Conference on Retailing Management in Chinese Culture, Proceedings, pp.213-227, Kaohsiung, Taiwan, ROC.
Albert Wenben Lai and John R. Nevin (1995), "Interfirm Behavior Controls: Approaches, Desirable Conducts, and Combination of Different Mechanisms" The 25th Annual Haring Symposium, March 24-26, 1995, School of Business, Indiana University.
Lai, Albert Wenben and John R. Nevin (1995), “Interorganizational Behavior Controls: A Theoretic Framework,” in Barbara B. Stern and George M. Zinkhan, eds., Enhancing Knowledge Development in Marketing, Chicago, IL: American Marketing Association, pp. 226-227.
Albert Wenben Lai (1992), "Problem Solving and Information Search of Elder in Adoption of Innovation," Proceedings, Fifth International Conference on Comparative Management, Taiwan, 316-321.
Albert Wenben Lai (1992), "Toward the Measurement of Product Involvement," Proceedings, Fifth International Conference on Comparative Management, Taiwan, 198-206.
Junying Huang, Albert Wenben Lai, and Oliver H. M. Yau (1991), "Effective Marketing in Taiwan: Profiles of the Top Performers," Proceedings, Fourth International Conference on Comparative Management, Taiwan, 133-139.
Albert Wenben Lai and Cheng-Nan Chen (1990), "The Internationalization Experiences of the Toy Industry in Taiwan," The International Conference on Taiwan Enterprises in Global Perspective, Columbia University, New York.
Albert Wenben Lai and Junying Huang (1989), "Consumption Situation and Product Knowledge in Adoption of New Product: An Empirical Study on Consumers in Taiwan," The Annual Meeting of Academy of International Business, Singapore.
Melanie Rhodebaek, Albert Wenben Lai and Louis P. White (1989), "Ethical Consideration in Organization Development: An Empirical Approach," Proceedings, Thirty- First Annual Meeting, Southwest Division, Academy of Management, New Orleans, USA, 203-207.
Albert Wenben Lai and Louis P. White (1988), "The Perception Discrepancies of Ethical Problems in the Practice of Organization Development : An Empirical Study in Taiwan," Proceedings, The Annual Southeast Asia Regional Conference, Academy of International Business, Thailand, 225-237.
Albert Wenben Lai (1987), "The Family Consumption System : A New Basis for Analysis," Proceedings, Pan Pacific Conference IV, Taiwan, 612-615.

Other Publications

Albert Wenben Lai (1998), Interfirm Cooperative Behaviors in Marketing Channels: Adaptation and Forbearance, Unpublished Dissertation, University of Wisconsin-Madison, USA.
Albert Wenben Lai (1989), Situations and Involvement Effects in Consumption Behaviors (in Chinese), 166 pages, The Research Center of Management, National Sun Yat-sen University, Taiwan.

PROJECTS

Period	Title
2008-2009	Reading Performance in Multimedia Modes: Double Testing of the Dual-Coding Theory
2008-2009	Consumer Information Search in Tourism and Family Lifestyle
2007-2009	The Impacts of Stigma on Self-Concepts of People with Mental Illness
2006-2008	The Furniture Schemata of Living Room: An Empirical Study in Taiwan
2006-2008	An Inquiry on the Affective Dimensions of Product Semantics
2005-2007	Forbearance and Adaptations in Marketing Channels
2005-2007	The Furniture Schemata of Living Room: An Empirical Study in Taiwan

TEACHING EXPERIENCE 2004-2009

Degree	Course
Doctoral	Advanced Business Research Methods
	Seminar On Business Alliances And Marketing Channels
MBA	Marketing Research Method
	Comsumer Behavior Analysis
	Business Research Methods
	Marketing Channel Management
	Multivariate Analysis
	Aesthetics Consumption And Postmodern Marketing
BBA	Marketing Management
	Consumer Behavior
	Multivariate Analysis

SERVICES

Year	Title
06/02-present	Reviewer, The Journal of Management Science, Taiwan
06/01-06/08	Reviewer, Sun Yat-sen Management Review, Taiwan
06/89-05/90	Secretariat in Chief, the Fourth International Conference on Comparative Management, Taiwan.

AWARDS

Period	Title
1995	Paper Presenter, The 25th Annual Haring Symposium of Marketing Research, School of Business, Indiana University.
1984-1986	Fulbright Scholar to USA, The Institute of International Education, New York